Next Play 2025趋势报告

WHAT TOEXPECT A message from the CEO03 Facts & Figures04 Cutting through the noise:05Smarter sponsorship activation The rising football star:10Bringing Gen Alpha off the bench “Brave New Sport” Revisited:14The pioneering role of sports ininternational cooperation and thechallenge of AI doping Transforming sports production:18Personalisation, localisation andenhanced viewer experiences Merging the digital and authentic:23Active lifestyle and healthy livingbecoming a priority for brands A MESSAGEFROM THE CEO “The landscape aheadis complex, fast-movingand full of opportunity.We hope this reportprovides useful context,clarity and perhaps a fewprovocations to help younavigate what’s next.” At Infront, we remain committed to shaping thefuture of sport. The rights we manage the contentwe produce and the events we implement helpus put our imprint, together with our partners,on the development of the sector. That’s not justhappening through operational excellence, but byactively contributing to the ideas and innovationsdriving the industry forward. This report is part of that commitment. It bringstogether the insights of both internal expertsand external collaborators to reflect on wherethe sports industry is heading and how we cancollectively adapt, lead and support that journey. The themes we explore build on the ideas andinsights we discuss as an organisation as well asthose currently circulating in the vast ecosystemthat is sport. The increasing personalisation ofsponsorship and content, the shifting nature ofsports fans and what resonates with them as wellas how to engage the exponential growth of massparticipant sport. All are emerging realities alreadyshaping how sport is consumed, produced andmonetised. The landscape ahead is complex, fast-moving andfull of opportunity. We hope this report providesuseful context, clarity and perhaps a fewprovocations to help you navigate what’s next. We welcome your thoughts and will happilycontinue the conversation, either in personor on our LinkedIn channel. Philippe BlatterPresident & CEO Cutting throughthe noise:Smarter sponsorshipactivation Digital platforms arebecoming saturatedwith sports contentfor fans; highlights, matchpreviews and promotionalposts are all competingfor fan attention. Author: Ender Uslu is ManagingDirector of Infront Turkey.He works closely with nationalfederations, clubs, andbroadcasters to grow thevalue of sport in Turkeyand beyond. THE TAKEAWAYS Relevance over reach:Visibility alone no longer cuts it. Brands must create tailored, timely content that alignswith fan behaviour to stand out in a saturateddigital space While this abundance creates value for dedicatedfans, as well as new inventory for sponsors, it alsogenerates considerable noise, making genuinebrand engagement increasingly challenging.As fans are offer a vast array of algorithmicallyorchestrated content, the impact of brandedcontent can be diluted and requires sponsorbrands to activate their digital rights in waysthat effectively cut through the clutter. AI as enabler, not executor:When used to support rather than replace human creativity, AI can drive smartersponsorship by identifying engagementopportunities, personalising content andoptimising delivery It’s a paradox. Technology has enabled digitalpublishing at scale, but also creates growingdigital noise which is difficult to navigate. Fansare responding by becoming more selective withwhat they meaningfully engage with. They craveexperiences that feel genuine, immediate andtailored, not repackaged media assets. Essentially,they are looking for the sports version of SpotifyWrapped. It is in this context that sponsorshipmust evolve to more directly translate into ROIand brand loyalty. Successful activations aren’t isolated postsbut interconnected, dynamic campaigns thatadapt in real time and cut across platformsand teams Sport still does hold one ace against the rest of theentertainment industry though: Live, unpredictablemoments. This emotional core is what makes sporta uniquely valuable space for brands. To unlock thatvalue, rightsholders and sponsors mustre-imagine how they activate digitally. “Whilst AI can generatecontent, it cannotgenerate meaning.That still requireshuman insight, emotionalintelligence, and thecourage to createsomething that feelsreal and imperfect.” A HEALTHY BALANCEMuch of the current discourse positions AI as a threat to authenticity. But that’s a false dichotomy.Used well, AI can help sponsors navigate thecrowded landscape by identifying high-valuemoments and content opportunities, enabling themto deliver relevant, timely activations that resonatewith fans amidst the noise. Brands applying AI to automate content creationin a vacuum, churning out cookie-cutter posts andmachine-generated summaries contribute to theslop. But brands leveraging AI to guide, personaliseand amplify human-led stories set the new standardsfor engagement. This is already visible in sponsorship activat